AI search is replacing traditional search. This week proved it. Major companies launched new products. Regulators pushed back. The old web is fading fast.
What Happened
1. Google added conversation to Search
Google rolled out chat features in Search through AI Overviews and AI Mode. Both run on Gemini 3. Users can now ask follow-up questions and refine searches. Search is becoming a conversation, not a keyword box (The Verge, 2026).
2. Yahoo launched Yahoo Scout
Yahoo entered AI search with Scout, a beta product. Scout gives AI answers but still links to publishers. It is late, but Yahoo is now competing (Axios, 2026).
3. UK and EU regulators applied pressure
The UK Competition and Markets Authority told Google to build opt-out controls. The European Commission opened new proceedings on competition and interoperability. Governments want rules. Companies want speed. These things do not match (PPC Land, 2026).
4. AI search moved into personal data
AI search now works inside email, photos, and personal files. It is not just searching the web anymore. This deeper integration raises new questions around privacy, consent, and the ownership of AI-generated insights (Marketing-Now, 2026).
Why It Matters
Search engines are now answer engines. Users get responses without clicking links. Websites lose traffic.
Visibility used to mean ranking high on Google. Now it means getting summarised by AI. If the AI cannot find you, cite you, or trust you, you do not exist.
Regulators see this shift and are trying to write rules. The tech is moving faster.
Who Wins / Who Loses
Winners
- Google Search - It owns the search bar. Now it owns the answer too (The Verge, 2026).
- Yahoo Scout - Gets attention as the alternative. Positioning matters (Axios, 2026).
- Users who want speed - Answers arrive faster. Friction drops.
Losers
- Publishers who need clicks - AI gives the answer. Users do not visit the site (The Verge, 2026).
- Content owners without controls - Your content gets used. You cannot opt out. You do not get paid (PPC Land, 2026).
- Regulators playing catch-up - Rules take years. Markets move in months.
The One Thing to Remember
AI search is the default now. It is not an add-on.
If you want visibility, you need AI systems to understand your content. Blue links are dying.
References
Axios (2026) Yahoo launches Scout, an AI-powered search engine. Available at: https://www.axios.com/2026/01/27/yahoo-scout-ai-search-launch (Accessed: 31 January 2026).
Marketing-Now (2026) AI update: January 30, 2026 - news and views from the past week. Available at: https://www.marketing-now.co.uk/article/283272/ai-update-january-30-2026-ai-news-and-views-from-the-past-week (Accessed: 31 January 2026).
PPC Land (2026) Google eyes opt-out controls for AI Search after UK regulator demands change. Available at: https://ppc.land/google-eyes-opt-out-controls-for-ai-search-after-uk-regulator-demands-change/ (Accessed: 31 January 2026).
The Verge (2026) Google expands AI-powered conversational search with Gemini 3. Available at: https://www.theverge.com/news/868497/google-ai-search-follow-up-questions-gemini-3 (Accessed: 31 January 2026).